NATIONALECONOMICS UNIVERSITY SCHOOL OF ADVANCED EDUCATIONAL PROGRAMS GROUP ASSIGNMENT: DESTINATION MANAGEMENT COMPARE VIETNAM DESTINATION DEVELOPMENT STRATEGY WITH MALAYSIA Group members: Hoang Gia Khanh - 11219711 Luong Thi Lan Anh - 11210438 Do Thuy Duong - 11219675 Hoang Kim Giang - 11211748 Nguyen Thanh Long - 11213548 Nguyen Thi Bich Loan - 11219730 Nguyen Thi Thuy — 11215637 Nguyen Thi Hong Ngoc -11214360 Pham Anh Xuan - 11219831 Dang Thi Linh Trang - 11219814 Nguyen Tien Dat - 11219681 Hoang Thi Quynh Thu - 11219806 Class: POHE — Hospitality Management 63 Supervisor: PhD. Hoang Thi Thu Huong Ha Noi, 2023 TABLE OF CONTENTS INTRODUCTION 1 CONTENT 2 A. VIETNAM?S DESTINATION DEVELOPMENT STRATEGY. Strafeglc Ífame€eWOTK.
MALAYSIA’S DESTINATION DEVELOPMENT STRATEGY. Strateplc Írame€WOFK. COMPARE DESTINATION DEVELOPMENT STRATEGY BETWEEN VIETNAM AND MALAYSIA 51 CONCLUSION: 71 REFERENCES. 72 INTRODUCTION Tourism has an important role in economic development in many countries worldwide.
With development, tourism destinations should be more creative and unique, to produce competitive tourism destination. Located in the Asia-Pacific region, which has recorded the highest growth in the number of tourists in recent years (UNWTO, 2020), Vietnam has some advantages conditionsneededd for the booming tourism industry such as the long history of culture, the social diversity including many rich and diverse cultural heritage in many different locations, the good geography, a diverse cuisine culture which includes many delicious foods ranked at the top of the Asian tourism field. Malaysia has a tropical climate which is generally warm throughout the year with temperatures ranging from 21° to 32° Celsius. This natural endowment itself along with beaches and islands are some of the factors that attract tourists.
Malaysia’s greatest strength is its fascinating nature with year-round sunshine, cultural diversity, and friendly people. Leisure, business-related events, and shopping are often the most attractive activities for tourists. Entertainment: beach and island tourism are increasingly becoming some of the major areas where tourists spend much time. Being strongly influenced by Eastern culture, Vietnam and Malaysia have some similarities in terms of culture, tourism as wandl as orientation for tourism destination development.
However, each country has its own unique and impressive culture and identity that makes a difference in policies and strategies for tourism destination development. This research intends to compare Vietnam and Malaysia’s destination development strategy. Moreover, we may learn some important lessons for Vietnam's future tourism growth from Malaysia's experience growing its tourist industry. VIETNAM’S DESTINATION DEVELOPMENT STRATEGY I.
Macro-environment appraisal 111. Political The Vietnamese government has implemented various policies to promote the tourism industry, including improving infrastructure, reducing visas and entry taxes, and creating favorable conditions for tourists and tourism businesses. Regulations and management: There are regulations and rules in place to protect the environment, cultural heritage, and the rights of tourists. Economic Tourism contributes significantly to Vietnam's economy.
The tourism industry generates income for the country through attracting foreign tourists, creating employment opportunities for the locals, and developing related tourism sA stables. Stable economy, sound fiscal policies, and developed transportation infrastructure are important factors to attract tourists and promote the development of the tourism sector. Social A stable and secure society is crucial in attracting international tourists. Vietnam has a diverse and ancient culture, and the country is also famous for its unique cultural traditions.
Ensuring the safety and security of tourists is an important factor in attracting and maintaining the growth of tourist numbers. Unity and openness: Vietnamese people are known for their friendliness and welcoming attitude towards tourists from all over the world. Tourists can interact with local people to gain a better understanding of their culture and way of life. Festivals and events: Vietnam has many traditional festivals and events, such as Tet Nguyen Dan, Hue Festival, and Bac Lieu Boat Racing Festival.
Tourists can participate and experience the lively atmosphere of these celebrations. Technological Technology plays a vital role in the development of tourism. The Internet and information technology have created many new opportunities for the tourism industry, allowing tourists to search for information, book accommodations, and purchase tickets online. The development of technology can also enhance the tourism 2 experience and management, from providing better services to customers to improving the efficiency of tourism businesses’ operations.
Information technology: The development of information technology has brought many conveniences to tourists, from online hotel booking, and travel information search, to sharing experiences through social media. Mobile applications: Travel mobile applications have made it easy for tourists to search for information, navigate, book tickets, and find tour guides. Vietnam also has popular travel apps like Foody, Grab, and Klook. Market analysis and assessment 1.
Market share and performance Market Share: Vietnam has become a popular tourist destination, attracting both domestic and international tourists. The country has seen a steady increase in the number of visitors, with a record 15.5 million international arrivals in 2018. The market share of international tourists has been growing steadily, with visitors from countries such as China, South Korea, Japan, and the United States contributing significantly to the overall Inarket share 2018, the number of visitors from Asia increased by 23.7 percent compared to 2017 to 12. China accounted for the majority at 4.9 percent, while the number of South Korean visitors increased the highest at 44.3 percent compared to 2017 to 3.
Visitors from Europe and America increased by 8.1 million and 903,800 respectively. Tourists from Australia increased by only four percent in 2018 to 437,800, while inbound tourists from Africa witnessed a growth of 19. The number of visitors from only two countries witnessed a decline in 2018. Cambodia and Laos, both neighboring countries, witnessed a decline of 8.
Market performance e How is the tourism product performing @ What are the overall dimensions of tourism demand and impact e@ Market performance - e. occupancy, visitor numbers e Yield and profitability e Peaks and troughs in demand, and periods of mismatch in supply and demand ® Potential sources for this information include National Tourism Survey on domestic and inbound visitors, Tourism Satellite Accounts (TSAs) 1. Market trends According to data from Google's travel trend tracking tool, from the beginning of 2023 until now, the number of searches about Vietnam’s destinations has continuously increased at the top of the world, from 11th position to 6th position currently. Destination Insights with Google Southern Europe Turkiye Manavgat ©eee©©© e000 Southern Asia Greece Antalya ©©©©©© Western Asia Croatia Istanbul Central Asia India Bengaluru Melanesia haiy Las Vegas Micronesia Vietnam Tokyo Northern America Israel eo°0 | New York Western Europe Romania Rome Eastem Asia Nonway Bangkok South-easter Asia United States Barcelona Figure 1.
Ranking of Vietnam regarding the number of searches about Vietnam’s destinations Source: Google Trend, 2023 Accordingly, Vietnam has a growth rate of 10% to 25%, ranked 6th in the world, much higher than the general growth rate of Southeast Asia (-10% to 10%). With this result, it is not surprising that Vietnam is the only country in Southeast Asia in the world's leading high-growth group. The remaining countries ranked at a much lower position: Indonesia (18), Thailand (19), Malaysia (21), Philippines (23), Singapore (30). Customer profiles Analyze the characteristics and preferences of tourists visiting Vietnam.
Consider factors such as age groups, nationalities, travel purposes (e., leisure, business, adventure), and their spending patterns. Age groups: Vietnam attracts tourists of various age groups. Younger travelers, aged 18-30, often seek adventure, backpacking experiences, and budget-friendly accommodations. Middle-aged tourists, from 31-50, tend to focus on cultural exploration, food, and historical sites.
Older travelers, 51 and above, are more inclined towards leisure activities, relaxation, and luxury experiences. Nationalities: Vietnam is popular among tourists from various countries. The most common nationalities visiting Vietnam include Chinese, South Koreans, Americans, Russians, Japanese, Australians, and Europeans (especially from France, Germany, and the UK). Travel purposes: The purposes of travel to Vietnam vary among tourists.
Leisure tourism is the most common, with travelers visiting for vacation, beach activities, exploring cities like Hanoi and Ho Chi Minh City, and experiencing the country’s rich culture and heritage. Business tourism is also significant, particularly in major cities where conferences, exhibitions, and trade events are held. Adventure tourism is gaining popularity, attracting tourists seeking activities like trekking, scuba diving, motorbike tours, and exploring Vietnam's natural landscapes. Assessment of tourism resources and services Tourism Attractions: Vietnam is indeed a country with great potential for tourism development.
Its favorable geographical location, diverse climate, and natural landscapes make it an attractive destination for travelers. With over 3,000 kilometers of coastline and more than 125 beautiful beaches, Vietnam is known for its stunning coastal areas. Additionally, the country is home to many national heritages, including landscapes and historical sites. Eight of these have been recognized by UNESCO as world heritages, such as the famous Ha Long Bay, Hoi An Ancient Town, and Hue Monument Complex.
Vietnam also takes pride in its intangible cultural heritage. Currently, UNESCO has recognized nine Vietnamese intangible cultural heritages, ranging from traditional music and singing styles likDinha Nhac Cung dinh Hue and Quan Ho Bac Ninh Folk Songs, to unique festivals and rituals such as Giong Festivals and the Worship of the Hung Kings. Not only does Vietnam offer cultural and historical attractions, but it also boasts impressive natural reserves and geoparks. With eight world biosphere reserves, including Can Gio Mangrove Forest and Cat Ba Island, Vietnam showcases its rich biodiversity and preservation efforts.
The Dong Van Karst Plateau Global Geopark in Ha Giang province is another highlight, recognized by UNESCO for its geological significance. Lastly, Vietnam has four UNESCO-recognized Documentary Heritages, which are important cultural artifacts. These include the Woodblocks of the Nguyen Dynasty, 82 Stone Stele Records of doctoral laureates in Van Mieu-Quoc Tu Giam, Vinh Nghiem Pagoda's Woodblocks, and Imperial Records of the Nguyen Dynasty. Assessment of supportive infrastructure and services Airports: Vietnam has several international airports, including Tan Son Nhat International Airport in Ho Chi Minh City, Noi Bai International Airport in Hano1, and Da Nang International Airport.
These airports are well-connected to major cities around the world, making it easy for tourists to access different regions of Vietnam. Road network: Vietnam has been continuously improving its road network, which makes it easier for tourists to travel within the country. Major highways connect different regions, and well-maintained roads make it convenient for tourists to explore various attractions. Public transportation: In major cities like Hanoi and Ho Chi Minh City, tourists can use public transportation systems such as buses and metros to get around.
These modes of transport are affordable and relatively efficient, making it convenient for tourists to navigate these cities. Accommodation: Vietnam offers a wide range of accommodation options for tourists, from luxurious hotels to budget-friendly guesthouses. Most popular tourist destinations have a variety of accommodation choices, ensuring that visitors can find something that suits their preferences and budget. Tourist information centers: Tourist information centers can be found in major cities and tourist hotspots in Vietnam.
These centers provide tourists with maps, brochures, and guidance on local attractions, transportation, and activities. They also offer assistance in booking tours and arranging transportation. Internet and communication infrastructure: Vietnam has a reliable internet and communication infrastructure, which allows tourists to stay connected and access information easily. Many hotels, restaurants, and cafes offer free Wi-Fi, and mobile data services are widely available.
Safety and security: The Vietnamese government has taken measures to ensure the safety and security of tourists. Police presence is visible in major tourist areas, and efforts have been made to enhance security measures in public spaces. Assessment of industry structure and rivalry L5. Current and future competitors Thailand: Thailand is one of the most popular tourist destinations in Southeast Asia and offers a wide range of attractions, including beautiful beaches, historical sites, and vibrant nightlife.
Malaysia: Malaysia is known for its diverse culture, modern cities, and natural attractions such as the rainforests of Borneo and the iconic Petronas Twin Towers in Kuala Lumpur. Indonesia: With its stunning beaches, ancient temples, and rich cultural heritage, Indonesia, particularly Bali, remains a popular choice for tourists looking for a tropical getaway.